학술논문
부정적 리뷰의 대응 전략이 숙박시설 성공에 미치는 영향 : 숙박 중개 플랫폼 사례
The Impact of Managerial Response to Negative Customer Reviews on the Success of Accommodation Services : Evidence from Online Accommodation Reservation Platforms
The Impact of Managerial Response to Negative Customer Reviews on the Success of Accommodation Services : Evidence from Online Accommodation Reservation Platforms
Document Type
Article
Text
Text
Author
Source
경영정보학연구, 08/31/2022, Vol. 24, Issue 3, p. 1-21
Subject
Language
한국어(KOR)
ISSN
2982-6551
Abstract
This research investigates how a service provider’s response(s) to negative customer reviews influences the success of accommodation services in the context of online accommodation reservation platforms. Specifically, we attempt to comprehend the important role of attentive and instant responses to users’ negative review comments in fostering future success by analyzing panel data on 856 motels registered in the largest accommodation reservation platform in Korea. The results present that response volume (Attentiveness) and faster responses (Timeliness) are positively associated with success. We further find that the two review-response strategies have a positive interaction effect on success. Moreover, we show that the effect of review responses is strengthened when the reputation of motels drops. The key findings of this research offer a set of practical guidelines for accommodation owners to achieve business success by effectively managing customer reviews and claims